Event: Fashion of Tomorrow: A sustainable approach

Abstract

The paper examines the marketing of sustainable fashion and textile events, emphasizing the industry's need for sustainable practices due to its significant environmental impact, as well; it underscores the importance of deep structural changes and consumer education in order to achieve a sustainable future in these industries. This study seeks to highlight the importance of marketing for sustainable fashion events, the necessity of these events for the education of consumers and encourages further research in this area.

Event

The research involved the creation and hosting of the event “Fashion of tomorrow: A sustainable approach”, in collaboration with The Digital Business Lab, which intended to showcase the talent at the University of Borås, through fashion and textile projects related to sustainability and technology.

Throughout the event, visitors were immersed in a world where innovation and environmental consciousness merge seamlessly. The exhibit projects included a virtual fashion show through VR glasses, a smart second hand shop, different eye tracking-projects, a recycled and organic blended fiber research, and redesigned stylish garments. The Digital Lab allowed us to use their state-of-the-art facilities, permitting us to display a futuristic sustainable era to the audience.

The exhibition presented over 10 projects from members of the school, which focused on creating solutions to the challenges of sustainability in the world of fashion and the textile industry. For the event, the window at The Digital Business Lab was dressed in collaboration with some of the students at the school. The garments were all created from recycled fibers and reused materials. The concept was a mix of technology and nature.

Project details

Title: Marketing of sustainable fashion and textile events. "Driving Sustainable Fashion Forward: Innovation, Education, and Marketing for a Greener Future"

Year: 2024

Author: Laura Velasco Zapata

Course / Programme: Field study, Master programme in Textile Management with a specialization in fashion marketing and management

Researcher / Supervisor: Jenny Balkow / Marianne Louwerse